Bushbaby Travel: a brand and website come of age

As the company celebrates its tenth birthday, how do we update the brand and website to reflect the expansion of the company and the breadth of destination choices now available, whilst retaining its strong heritage?


Bushbaby Travel are family travel specialists, creating imaginatively crafted, inspirational holidays and adventures worldwide; the crucial differentiator is that their trips are designed by parents for parents. Historically for the founder it had been about how to keep travelling to adventurous, exotic destinations with very young children. As the company flourished and has grown, so has the portfolio of destinations and range of expertise.

Research into the existing brand indicated that many people thought the company only offered holidays in Africa to families with young children (their original focus). They now needed a brand and website which reflected the increased range of their offering and appealed more widely to families. This included honeymooners, parents with young children and teenagers, empty-nesters travelling with (and without) their grown up children, through to even grandparents for multi-generational trips.

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Our approach:

Embracing the Bushbaby company name, we adopted a lower-case, hand-crafted typographical approach underlining their friendly and approachable level of service. Drawing on Ashanti West African iconography, the chosen symbol made reference to the divinity of mother earth and the power of nature - fitting sentiments for the Bushbaby ethos.

In addition, we updated the strap-line and brand marque to reflect the company’s new offering, which made the most of their unique positioning and heritage. “Inspiring Travel for life” draws from the eclectic mix of destinations available, and the notion that the company could be a companion for life; from their roots as a young family's specialist operator, to now a more diverse audience.

The new website was tasked to bring the brand right up to speed with the new, on-the-go and mobile audience. Allowing a fully responsive experience, and at all times staying true to the company’s strong beliefs and ethics.

Bushbaby’s existing site had been made up of static html pages;and they clearly required a much easier way to manage their content. Joomla was selected as the core CMS, whilst accommodating various page styles and widgets, such as google maps and slide show carousels.

The content was also updated to reflect the needs of their target audience. For example, as well as maps, we included average temperatures and rainfall, essential travel and health information: helping site visitors get all the information they need quickly and easily.

The result is a highly mobile, broad-appeal brand and website; that retains it’s heritage and roots at the heart of Bushbaby Travel.

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